WPP Digital Invests $7m in mySupermarket

WPP Digital has acquired a $7m (£4.3m) minority stake in Dolphin Software, which trades as shopping comparison site mySupermarket. The firm has more than two million monthly unique users in the UK, and also offers retailers and analysts insights into consumer sales activity.

Founded in 2006, and with its main operations in the US, Dolphin Software employs 70 people from offices in London, New York, Tel Aviv and Tokyo. The mySupermarket site enables consumers to compare the prices of entire shopping baskets, and buy from the major UK online grocery and health and beauty retailers. In 2008, the firm launched a data service offering retailers, manufacturers and analysts insight into its price comparison and sales data.

WPP says its investment will strengthen the group's capabilities in the eCommerce arena, particularly in relation to packaged goods - a sector of importance to many of WPP's largest clients.

Web sites: www.wpp.com and www.mysupermarket.co.uk .